Redefining Marketing Effectiveness

This chapter explores the evolving nature of marketing effectiveness, advocating for a shift towards a new definition that transcends traditional commercial metrics like ROI. It emphasizes the crucial need for brands to integrate environmental and social considerations into their marketing strategies, proposing a framework termed 'effectiveness 2.0.' The discussion highlights the interplay between marketing practices, sustainability, and economic growth, arguing that a truly effective approach must align commercial success with positive societal and environmental impacts.